ColumnistsOct 21, 2021
Squirrel Spotting: It’s a Diamond Moment!ColumnistsNov 10, 2021
The Smart Lab: 5 Marketing Mistakes to Avoid This Holiday Season
Jewelers need to check their marketing plans twice to ensure they’re not making any of these errors, Emmanuel Raheb writes.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
Every jeweler knows the busiest time of year is the holiday season, the period from November to January when consumers are celebrating engagements and shopping for gifts for loved ones.
This is your prime selling season, and you’ll want to maximize your efforts to get the most out of every marketing dollar.
According to recent studies, online shopping represents between 18 and 20 percent of all retail sales globally and this number is only expected to grow.
Whether you’re actively selling online or using digital marketing to drive foot traffic into your jewelry store, you’ll want to avoid these five holiday marketing mistakes.
1. Not investing enough in paid advertising
Digital marketing can produce fantastic organic results to reach your audience. But remember, you’re dependent on Google and Facebook’s algorithms to make things “go viral.” The only way to guarantee that someone sees your content is to pay for it.
One of the best ways to invest in your paid advertising is to create a custom audience based on your Facebook followers.
You can also use the demographics and profile data of your existing customer base to go after people who are similar to your current customers. Like birds of a feather, jewelry buyers tend to flock together in the same social groups. Custom audiences enable you to reach customers who are receptive to the styles and brands that your jewelry store carries.
Another good method of paid advertising is to target previous website visitors and segment them based on user behavior.
Anyone who added a product to your shopping cart is a prime target to go after. With a remarketing ad you can remind and encourage these reluctant buyers to come back to your site to complete the sale.
There is a return on investment you can immediately see, and this type of ad easily pays for itself.
2. No marketing plan going into the holiday season
You should have mapped out your holiday marketing strategy back in the summertime. It takes time to coordinate all the pieces to create successful campaigns. You need marketing assets such as text, images and video. You also need to know which styles to feature and what format your ads will be.
If you haven’t yet, stop now and take time to plan your marketing until the end of the year. There are still things you can accomplish if you make the holidays a priority at your jewelry store.
If you don’t have the resources now, then shift your focus to New Year’s. Start next year off on the right foot which will help carry you throughout the year.
3. No special holiday offers
Part of what makes the holidays so special are all the great deals everyone has. Promotions are no longer an option; consumers expect them.
Offers are what draw people to your website or jewelry store. You need something to promote that stops them dead in their tracks and makes them want to know more.
People have a lot of options to choose from, not only from competing jewelry stores but also with other categories. Jewelry often competes with electronics, fashion handbags, and, this year again to an extent, “experiences,” such as spa treatments, vacations, etc.
A good holiday offer can mean the difference between someone buying jewelry or giving serious consideration to another gift.
Related stories will be right here …
This is your prime selling season, and you’ll want to maximize your efforts to get the most out of every marketing dollar.
According to recent studies, online shopping represents between 18 and 20 percent of all retail sales globally and this number is only expected to grow.
Whether you’re actively selling online or using digital marketing to drive foot traffic into your jewelry store, you’ll want to avoid these five holiday marketing mistakes.
1. Not investing enough in paid advertising
Digital marketing can produce fantastic organic results to reach your audience. But remember, you’re dependent on Google and Facebook’s algorithms to make things “go viral.” The only way to guarantee that someone sees your content is to pay for it.
One of the best ways to invest in your paid advertising is to create a custom audience based on your Facebook followers.
You can also use the demographics and profile data of your existing customer base to go after people who are similar to your current customers. Like birds of a feather, jewelry buyers tend to flock together in the same social groups. Custom audiences enable you to reach customers who are receptive to the styles and brands that your jewelry store carries.
Another good method of paid advertising is to target previous website visitors and segment them based on user behavior.
Anyone who added a product to your shopping cart is a prime target to go after. With a remarketing ad you can remind and encourage these reluctant buyers to come back to your site to complete the sale.
There is a return on investment you can immediately see, and this type of ad easily pays for itself.
2. No marketing plan going into the holiday season
You should have mapped out your holiday marketing strategy back in the summertime. It takes time to coordinate all the pieces to create successful campaigns. You need marketing assets such as text, images and video. You also need to know which styles to feature and what format your ads will be.
If you haven’t yet, stop now and take time to plan your marketing until the end of the year. There are still things you can accomplish if you make the holidays a priority at your jewelry store.
If you don’t have the resources now, then shift your focus to New Year’s. Start next year off on the right foot which will help carry you throughout the year.
3. No special holiday offers
Part of what makes the holidays so special are all the great deals everyone has. Promotions are no longer an option; consumers expect them.
Offers are what draw people to your website or jewelry store. You need something to promote that stops them dead in their tracks and makes them want to know more.
People have a lot of options to choose from, not only from competing jewelry stores but also with other categories. Jewelry often competes with electronics, fashion handbags, and, this year again to an extent, “experiences,” such as spa treatments, vacations, etc.
A good holiday offer can mean the difference between someone buying jewelry or giving serious consideration to another gift.
4. Not optimizing your site for mobile
Think of the last time you needed to visit a website. Did you use your desktop computer, or did you simply reach into your pocket and pull out your phone?
User behavior has changed. The whole world is now at your fingertips with unlimited knowledge and jewelry styles to choose from.
E-commerce sales are expected to be more than 50 percent mobile driven in 2021, which is a first.
Desktops aren’t going away entirely but they’re just not how many people shop online anymore. The phone is now king!
5. Missing out on chances to up-sell or cross-sell your products
With every item you sell, you should use it as an opportunity to up-sell or cross-sell other products.
When someone buys a necklace, why not suggest matching earrings?
When someone buys a bracelet, why not encourage them to buy more and create their own jewelry stack?
When someone buys a few items of the same style, why not encourage them to explore the full collection? This exposes more opportunities to make sales and increases the average order amount.
Remember, your best source of new orders are always your existing customers.
First-time buyers are 27 percent likely to come back to your business, but second- or third-time buyers are 54 percent likely to return. There’s a familiarity there. Your customers already know, like and trust you! Use it to your advantage.
In conclusion, the holidays are your time to shine.
Avoid these 5 marketing mistakes and improve your campaigns.
Analyze what worked in past years and vow to do things differently this year. And avoid a rushed and haphazard approach by taking time to truly understand your audience and outline what your marketing goals are.
By making the holidays a priority in your jewelry business, your customers won’t be the only ones celebrating.
Editors' Picks
Sponsored by
More on Columnists
The Latest
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
Weekly QuizJun 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
MajorsJun 04, 2026
AGS Honors Late Peter Yantzer, Holds Time Capsule CeremonyThe organization also announced its international board of directors for the 2026-2027 term.
MajorsJun 04, 2026
Neiman Marcus’ Downtown Dallas Store to Close in SeptemberSaks Global confirmed the closure this week, spelling the end for a store that’s been part of downtown Dallas for more than 100 years.
GradingJun 03, 2026
GIA’s Tracr Investment Is First Step Toward Industry-Owned PlatformThe Gemological Institute of America is now a 30 percent stakeholder in Tracr, the De Beers-backed blockchain for diamonds.
WatchesJun 03, 2026
The 1916 Company Taking Pre-Owned Rolexes on the Road, AgainThe retailer is bringing Rolex Certified Pre-Owned watches to five U.S. cities in 2026 for collectors to see, try on, and purchase.
IndependentsJun 03, 2026
Jessica Alba Is the New Face of Gabriel & Co.The actress and entrepreneur stars in the jeweler’s new campaign that celebrates life’s quiet moments.
TrendsJun 03, 2026
State of Design: Only the Innovative Will SurviveThe price of gold has risen, affecting the number of pieces designers make, the materials they use, and how they position themselves.
FinancialsJun 02, 2026
Signet Jewelers’ Q1 Sales Up 2% As It Focuses on ‘Core Four’ The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
SourcingJun 02, 2026
Leader Appointed for Botswana’s Diamonds for Development Fund Dr. Akinwumi Adesina, a development economist, will head the fund created to help Botswana diversify its economy.
WatchesJun 02, 2026
Watch Industry Veteran James Marks Joins Sotheby’sSotheby’s has appointed the former Phillips executive as its global head of private sales and retail in its watches division.
AuctionsJun 02, 2026
Sotheby’s to Auction 10-Carat Blue Diamond, 1960s Harry Winston Necklace A private collection of five Paraíba tourmalines also will be up for sale at Sotheby’s High Jewelry auction in New York, scheduled for June 16.
IndependentsJun 02, 2026
State of Retail: 6 Things Retailers Should Know About Consumers TodayFrom Gen Z’s view of luxury to “doom spending,” these are the six consumer trends to note this year.
Events & AwardsJun 01, 2026
Design Atelier Brands Have a Big Night at Emotional Couture Design AwardsThe show started by honoring Mildred Marcano, ended with a tearful Beth Anne Bonanno, and recognized a dozen-plus designers in between.
SourcingJun 01, 2026
RapNet Rebranding as Rapaport TradeThe revamped online diamond marketplace will feature pricing intelligence and data-driven tools for more efficient buying and selling.
SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
